Ultrafem faced challenging branding issues when introducing a new type of feminine protection product. As is often the case in the personal care category, consumer needs and desired product benefits are highly individualized. To overcome this challenge, Applebaum developed the name Instead, suggesting a better alternative or choice in an open-ended way. This allows the consumer to interpret the name in a way that is relevant and meaningful to her. With this approach, the name has a personal appeal, creating a brand-connectedness with a broader target audience.